A-Persuasive Techniques in Advertising
The persuasive strategies used by advertisers who want you to buy their product
can be divided into three categories: pathos, logos, and ethos. Pathos: an appeal to emotion.
An advertisement using pathos will attempt to evoke an emotional response in
the consumer. Sometimes, it is a positive emotion such as happiness: an
image of people enjoying themselves while drinking Pepsi. Other times,
advertisers will use negative emotions such as pain: a person having back
problems after buying the “wrong” mattress. Pathos can also include emotions
such as fear and guilt: images of a starving child persuade you to send money. Logos: an appeal to logic or reason.
An advertisement using logos will give you the evidence and statistics you
need to fully understand what the product does. The logos of an
advertisement will be the "straight facts" about the product: One glass of
Florida orange juice contains 75% of your daily Vitamin C needs. Ethos: an appeal to credibility or character.
An advertisement using ethos will try to convince you that the company is
more reliable, honest, and credible; therefore, you should buy its product.
Ethos often involves statistics from reliable experts, such as nine out of ten
dentists agree that Crest is the better than any other brand or Americas
dieters choose Lean Cuisine. Often, a celebrity endorses a product to lend it
more credibility: Catherine Zeta-Jones makes us want to switch to T-Mobile.
Practice labeling pathos, logos, and ethos by placing a P, L, or E in the blank :
_ A child is shown covered in bug bites after using an inferior bug spray.
_ Tiger Woods endorses Nike.
_ Sprite Zero is 100% sugar-free.
_ A 32-oz. bottle of Tide holds enough to wash 32 loads.
_ A commercial shows an image of a happy couple riding in a Corvette.
_ Cardiologists recommend Ecotrin more than any other brand of aspirin.
_ Advil Liqui-Gels provide up to 8 hours of continuous pain relief.
_ Miley Cyrus appears in Oreo advertisements.
_ People who need more energy drink Red Bull Energy Drink.
_ A magazine ad shows people smiling while smoking cigarettes.
B-Go to the following website find an interesting Ad and identify its type and high light words and sentences that attracted you and convinced you of the product or the idea (7 min)
The persuasive strategies used by advertisers who want you to buy their product
can be divided into three categories: pathos, logos, and ethos.
Pathos: an appeal to emotion.
An advertisement using pathos will attempt to evoke an emotional response in
the consumer. Sometimes, it is a positive emotion such as happiness: an
image of people enjoying themselves while drinking Pepsi. Other times,
advertisers will use negative emotions such as pain: a person having back
problems after buying the “wrong” mattress. Pathos can also include emotions
such as fear and guilt: images of a starving child persuade you to send money.
Logos: an appeal to logic or reason.
An advertisement using logos will give you the evidence and statistics you
need to fully understand what the product does. The logos of an
advertisement will be the "straight facts" about the product: One glass of
Florida orange juice contains 75% of your daily Vitamin C needs.
Ethos: an appeal to credibility or character.
An advertisement using ethos will try to convince you that the company is
more reliable, honest, and credible; therefore, you should buy its product.
Ethos often involves statistics from reliable experts, such as nine out of ten
dentists agree that Crest is the better than any other brand or Americas
dieters choose Lean Cuisine. Often, a celebrity endorses a product to lend it
more credibility: Catherine Zeta-Jones makes us want to switch to T-Mobile.
Practice labeling pathos, logos, and ethos by placing a P, L, or E in the blank :
_ A child is shown covered in bug bites after using an inferior bug spray.
_ Tiger Woods endorses Nike.
_ Sprite Zero is 100% sugar-free.
_ A 32-oz. bottle of Tide holds enough to wash 32 loads.
_ A commercial shows an image of a happy couple riding in a Corvette.
_ Cardiologists recommend Ecotrin more than any other brand of aspirin.
_ Advil Liqui-Gels provide up to 8 hours of continuous pain relief.
_ Miley Cyrus appears in Oreo advertisements.
_ People who need more energy drink Red Bull Energy Drink.
_ A magazine ad shows people smiling while smoking cigarettes.
B-Go to the following website find an interesting Ad and identify its type and high light words and sentences that attracted you and convinced you of the product or the idea (7 min)
http://adflip.com/
C-Pair with a friend and do the following activity
1-Choose the school club of your dream.
Examples:
- Science Club
- Chess Club
- Book Club
- Language Club
- Photography Club
- Journalism Club
- Art Club
2- Design an Ad poster for your club to attract the biggest number of candidates.Tips that can help you:
- Write the objectives and the activities of your club.
- Set the time and the place of meeting.
- Add photos or illustrations that attracts the attention.
- Use a creative appealing name.
- Use emotional or persuasive appeals.
3- Post your work on the Bulletin board leave a blank paper for other students to write their names if they decided to join your club.